Dual Process Theory suggests we have two general modes, or systems, of thinking that we use to navigate our every day lives. System 1 refers to our automatic, reactive, emotional, unconscious thought processes that occur almost instantaneously without conscious effort. System 2 refers to our mode of thinking that slow, deliberate, intentional, and analytical.

This topic is fundamental for understanding how to build intuitive product experiences.

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References:

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• Poole, Steven. The VR Book: Virtual Reality in Art and Culture. London: Laurence King, 2017. Print.
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• Nielsen, Jakob and Whitenton, Kathryn. The Aesthetic-Usability Effect. Nielsen Norman Group. 2007. https://www.nngroup.com/articles/aesthetic-usability-effect/.
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Frederick, Shane. (2005). Cognitive Reflection and Decision Making. American Economic Review, 95(4), 829-836. https://doi.org/10.1257/089533005775196732.